If every project Marvel did in 2023 was a massive money loser (except one,) doesn’t that make the Marvel brand worthless? How much would YOU pay for the rights to make a film sequel to The Marvels or second season of Secret Invasion?
This year, the once-untouchable Marvel Studios finally showed vulnerability. For 15 years, the studio behind some of the biggest and best superhero movies ever was all but invincible. Every single gamble paid off. Every story expertly seeded over a decade blossomed beautifully. And even in the less cohesive few years after Avengers: Endgame, when the studio was releasing all manner of seemingly unrelated, superfluous shows and movies, it all seemed to work out.
Not so much in 2023—which saw Marvel Studios’ first certified box office bomb, as well as problems unfolding behind the scenes and in courtrooms.
The latest film in the Marvel Cinematic Universe (MCU), The Marvels, opened to a weekend box office of just $46.1 million, the lowest in franchise history. Yet outlets like The Associated Press called the film a success anyway, by virtue of being the first MCU release directed by a black woman. The director, Nia DaCosta, seems to agree.
This week, she blamed the lack of interest in the film and its subsequent criticism on the bigotry of Marvel fans.
“There are pockets that are really virulent and violent and racist — and sexist and homophobic and all those awful things,” she told Variety’s Angelique Jackson when asked about the film going “woke.”
Disney was WARNED not to make this film by Marvel CEO Ike Perlmutter. No one wanted to see Brie Larson as a superhero stuck awkwardly in the middle of two Avengers movies. Perlmutter explained Marvel is a “boys” property and boys would not want to play with a toy based on this female superhero. He was right of course, but this was out of his control. Even though Bob Iger PROMISED Ike Perlmutter who saved Marvel from bankruptcy and successfully launched the Marvel Cinematic Universe he would retain CONTROL of the Marvel brand, Iger went back on his word. He would later fire Ike Perlmutter out of his own company a few years later.
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